Over the years, Starbucks has grown into a multinational company with branches in major towns across the USA and outlets in the key world capitals. The phenomenal growth in this coffee chain has come with serious challenges that could derail its success. Conscious of the threats to its North American dominance, Starbucks executives are keen to address the issues that impact on customer satisfaction. The company not only has to deal with a negative public perception, but also a common complaint that service delivery is slow. SWOT Analysis A loyal clientele that has patronized their shops from its inception favors Starbucks. Affluent, well educated Caucasian women in their early 20's to mid 40 were the main target for the coffee chain. This market segment has continued to visit Starbucks shops to socialize with their friends. In recent years, the customer base has changed with different ethnic groups favoring Starbucks as their coffee shop of choice. Considering that the chain developed its concept to target a certain market segment, the time has come to factor in concepts that addr......

Word Count: 624
Page Count: 2.4 (250 words a page / double spaced)

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